VIP Opening Invitation - September 2014
Art Director / Designer - Michael Bytnar
Copywriter / Brand Director - Rick Tomich
This Invite received a Gold Addy at the Las Vegas level and a Silver at the regional.
This project was to develop an invite for the opening of Hakkasan's 11th Restaurant location, in Beverly Hills. Hakkasan was founded in London in 2001 and has since become one of the world’s most distinguished global restaurant, lounge and nightlife brands.
Working soly with Brand Director Rick Tomich we developed a custom wood hinged box with branded pattern laser-etched into wood top inspired by architectural plans of Hakkasan. As with all things within the Hakkasan brand we kept this invite simple, clean and memorable. We went with a soft textured black envelope with a debossed symbol of the Hakkasan Dragon. The dragon has existed as a symbol of Chinese culture for centuries. It’s compelling and prosperous powers have been widely thought to bring success and good fortune to those who believe in its influence. Subtly hidden within a layer of dense black foam lays a custom logo paperweight molded from pewter with a brass covering finish, tucked underneath a thick heavy debossed gold foil invitation.
Hakkasan Beverly Hills offers a distinctive experience joining modern Cantonese cuisine, world-class mixology and dramatic design. Situated in prime Beverly Hills, Hakkasan greets guest with a seductive scent and soft ambient sounds to create a truly relaxed atmosphere. The dining area features sculpted white marble calacatta walls and oak accents. The space is surrounded by a series of intricately carved Chinese screens known as the “Cage,” a signature Hakkasan design element, providing an intimate dining experience.
The menu, created by Michelin-starred Chef Ho Chee Boon, features Hakkasan classics such as Roasted Silver Cod with Champagne and Honey and Crispy Duck Salad in addition to a lighter menu, created exclusively for the Beverly Hills location.
The menu, created by Michelin-starred Chef Ho Chee Boon, features Hakkasan classics such as Roasted Silver Cod with Champagne and Honey and Crispy Duck Salad in addition to a lighter menu, created exclusively for the Beverly Hills location.
Additional Design Specs
Sleeve
14.125"x8.5" flat- die cuts, scored, folded and glued to 7" square sleeve
Flat blind foil hit dragon approx 6"x6" area
Gold Foil hit Hakkassan Logo appox 3"x3"
Stock: Black Velvet on black cover
Insert
6 7/8"w x 6 3/4"h
Flat gold foil 6"x6" area 1 side
Letterpress print Dragon
on Black 4 ply Rising Museum Board DUPLEXED TO 8 PLY
Photos by Aaron Garcia at Hakkasan Group Las Vegas.
For more information on the Hakkasan brand and its locations please visit: Hakkasan.com
For more information on the Hakkasan brand and its locations please visit: Hakkasan.com
Thank you!
